Iris, the women’s wear and children’s boutique which first opened its doors five years ago in the perennially hip area of Queens Park, has arrived in Chiswick.

The basic concept of the boutique is to provide the fashion aware yet time strapped mothers with great fashion brands literally on their doorstep, thereby avoiding stressful trips into town with reluctant children in tow.

Iris is the creation of fellow mums and firm friends Annie Pollet and Sarah Claassen. Both women have a fashion background but were relatively naïve retailers when Iris first opened. They were stunned and delighted by the great response Iris received both from local residents and industry insiders. The business has evolved steadily, their own experience increasing alongside it, to become the gorgeous emporium that it is today.

“When Iris first opened it was predominantly Danish brands that we stocked.” owner Annie Pollet told ChiswickW4.com. "They were the only designers at that time who seemed to be creating the easy, laidback and slightly bohemian looks that suits Iris so well and they are still amazing at what they do.

"Rutzou and Day Birger et Mikkelsen remain firm favourites with all our customers. However the French designers have really had a moment recently. Our brands such as Isabel Marant, Vanessa Bruno and APC are super hot right now and virtually fly out of the shop."

Three years after Iris opened in Queens Park they opened their second branch of the boutique on Northcote Road, Battersea. Here once again they saw it as a perfect pitch to the many mums in the area and is now a firm favourite on the street.

When the pair found a perfectly situated shop next door to Cath Kidston on the Chiswick High Road, they decided to go for Iris number three. The two women believe they are offering something very different to other local clothes shops and see the demographic of the area as perfect filled with mums who, they hope, will love the boutique.